On Jan. 7, 2009, a group of comrades ventured to meet and discuss the current state of the state of set-top-box thinking in the U.S. Fellow travelers from other countries joined in the debate. Our first corporeal stab of the bare set top bones was presented at the March 24th MPG Collaborative Alliance: Nielsen BashingDiscontinue Nielsen panel bashing and onto the future two way communication with the set top box Panel Based Necessities in the STB Realm Confusion over STB data as a "census" Numerical size
Platform representationLocal presence National distribution
Viewing vivisectionTV stations Broadcast networks Digital terrestrial Cable (established vs. emerging tiers) Satellite Telco
Program selection dynamics (technology)Demographics Psychographics Targeted consumer groups Niche lifestyle segments Synthesis of both viewing behavior and demographic data
Advertising Delivery DynamicsDigital video recording On demand Interactive program guide PC integration
Addressability Addressability plus interactive TV applications
Data overlays-- request for interaction-- telescoping-- microsite activity
Past purchase behavior Predictive and descriptive data
Integration of STB data with traditional research STB data as an overlay to traditional panel data while parameters are established Broker the tradeoff between traditional research methods and the new type of data from STBs Establishing the questions we want the data to answer so we can figure out the answers Standardization Standardize dictionaries, definitions and namings to make linkage to other sources easier-- front end/back end of a campaign
Standardization of data processing & editing rulesClocks Program source and platform Daypart definitions Program genre definitions Household characteristics Measurement periods captured
Privacy Privacy protection and personally identifiable information The 360 Experience Measurement of the consumer not just the deviceLatency Conform to current currency of ratings, shares, HUTS, PUTS Relevant measurements or currency that apply to the new data Consistency in data collection across all televisual platforms
The partiers: If you have something to contribute or would like to join our deliberations at the next clandestine gathering at month's end, please let me know. To be continued. Over and out.Multitasking/multiple screens Ubiquitous media connectivity